Brand Standards Guide - Ryerson University...Tone & Personality 59 Brand Story 60 Photography & Image Usage Rights 61 Usage 61 Images 62 Terms 63 1 Ryerson University Brand Standards

Ryerson University Brand Standards Guide

Brand Standards Guide November 2017 Second Edition

http://www.ryerson.ca/


This document provides guidelines and tools for using Ryerson University’s visual brand. It outlines the building blocks of the brand architecture, the visual identity, and contains sample applications to illustrate our look and feel.

Our brand is our story and identity. It represents our core values and unique identifiers. It is what people think of when they think “Ryerson.” Cohesive and thoughtful use of this document will help us strengthen our brand and reputation as the hub for inventive and purposeful thinkers and creators.

Document Overview


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Table of Contents


Logo 1 University Logo 2 Minimum Size & Clear Space 3 Placement & Positioning for Print 4 Placement & Positioning for Digital 5 Alternative Brand Marks 6 Social Media Icon 7

Logo Don’ts 8

Lock-ups 9 University & SRC/Academic Brands 10

Sub-Brand 12

Partnership 13

Clear Space 14

Vertical Alignment 15

Lock-up Don’ts 16

Visual Toolkit 17 Typography 18 Primary Font 18 Secondary Font 19 Usage 20

Photography 21

Photography Don’ts 22

Photography Usage & Image Rights 23

Colours 24 Primary & Secondary Palette 24 Tertiary Palette 25 Accessibility 26

Graphic Device 27 Usage 28

Graphic Device Don’ts 30

Design Evolution 31

Campaign Branding 32 Example 33

Brand Architecture 34

Brand Classifications 35

University Brand Visual Toolkit 36

Academic/SRC Brand Visual Toolkit 37

Sub-Brand Visual Toolkit 38

Independent Brand Visual Toolkit 39

Visual Toolkit Usage Summary 40

Applications & Inspiration 41 Admissions Handbook 42

Campus Store Bag 43

Academic/SRC Brand 44

Sub-Brand 45

Social Media 46

Online Advertising 47

Publication 48

Victoria Laneway Posters 49

Magazine Advertising 50

Reputation Campaign Advertising 51 Print 51 Digital 52

Appendix 53

Brand Platform 54 Big Idea 55 Mission & Vision 56 Values 57 Differentiators 58 Tone & Personality 59 Brand Story 60

Photography & Image Usage Rights 61 Usage 61 Images 62 Terms 63

1 CONTENTSRyerson University Brand Standards Guide

The university logo is the sign-off to everything we say. It embodies who we are and unites all of our different voices so that together we are stronger than the sum of our parts.

The logo acknowledges our past, while taking a confident step forward. It retains many of the elements that have come to define our brand and applies a system to help unify and provide clarity to relationships and hierarchy.

Consistent use of our logo positions us facing forward together.

Logo


LogoUniversity Logo

Full ColourThe Ryerson University logo uses the brand’s primary typeface, Replica Std, and the two primary colours, blue and gold. Two overlaid boxes are used to create clear, undisturbed space for the university name, as well as to communicate the brand’s modular visual language.

The logo must never be recreated or modified. It is always used in full colour, unless production restrictions prohibit it. (See page 8 for all Logo Don’ts.)


Minimum Size

Clear Space

For legibility, the university logo is never made smaller than 0.8 inches wide in print, or 58 pixels wide on-screen.

It is important that clear space be maintained from all surrounding typographic elements in order to distinguish the logo within a composition. Clear space is always determined by the width of the gold bar.

In all instances, the logo must be clearly visible and legible. Always make sure there is sufficient contrast between the logo and its background.

Alternate Use Clear space is not necessary from other elements of the visual language (photography, fields of colour), but careful attention must always be paid to the placement and visibility of the logo. The logo provides confidence and energy, and should be used with this in mind.

0.8 in. / 58 px

Alternate Use (no clear space from graphic elements)

Minimum Size & Clear SpaceLogoUniversity Logo


The primary placement of the logo is in the bottom left corner of a layout. Secondary placement of the logo is in the upper left corner.

In all instances, make sure there is enough contrast between the logo and its background. Make sure all edges of the logo are clearly defined and not blending into the background. (See page 8 for all Logo Don’ts.)

The suggested scale examples shown here are starting points. Depending on layout, the use of logo lock-ups and application, these sizes may require additional consideration. For further suggested scales in various layouts and document sizes, see Applications & Inspiration starting on page 41.

Placement & Positioning for PrintLogoUniversity Logo

Logo width should be 7.75 in.

Retractable Banner

33 in.

84 in.Logo width should be 2 in.

Tabloid

11 in.

17 in.

8.5 in.

Letter

Logo width should be 1.375 in.

11 in.

Suggested Scale

Primary Logo Placement Secondary Logo Placement


The placement of the logo for leaderboard ads, e-vites, and e-headers is on the left side. For big box and skyscraper ads, the placement is in the bottom left corner of a layout. Please ensure that there is sufficient clear space as defined by a gold bar width.

In all instances, make sure there is enough contrast between the logo and its background, and that all edges of the logo are clearly defined and do not blend into the background. (See page 8 for all Logo Don’ts.)

Placement & Positioning for DigitalLogoUniversity Logo

Logo Placement and Suggested Scale

Skyscraper

Leaderboard

E-vite

Big box

Logo width should be 100 px



Logo width should be

120 px

728 px

600 px

300 px160 px

90 px

250 px

600 px


In addition to the primary university logo, four other marks are available for specific instances and applications.

1. Greyscale University Logo A greyscale brand mark has been developed for black-and-white print reproduction methods where shades of grey are available. This version is preferred to the one-colour version.

2. One-Colour University Logo A one-colour brand mark has been developed for limited colour reproduction.

Use the one-colour logo as only black, white or of a specific material (i.e., stainless steel, etched glass, etc.).

3. Text University Logo The use of the text logo is reserved for swag pieces where the primary university logo is not suitable for small screened ink reproduction. The stacked version is the preferred choice. If the item is very narrow and curved, such as a pencil, then the single line version may be used to ensure readability.

4. University Crest The use of the Ryerson Crest is reserved for the chancellor’s office, the president’s office, convocation, and other official scholarly documents for which a formal or ceremonial image is needed. The crest cannot overlap with any other graphic elements or typography.

Alternative Brand MarksLogoUniversity Logo

1. Greyscale

3. Text

Stacked

For use on light backgrounds.

Single line

For use on dark backgrounds.

2. One-Colour

4. Crest


For primary Ryerson social media channels, a reduced “R” icon has been developed. This logo contains many visual references to the full logo, but has been formed to fit into a square frame. It is used for Ryerson’s main university social media channels only.

Minimum size for the social media icon is 30 pixels wide.

Social Media IconLogoUniversity Logo

30 px

Clear Space

Like the main Ryerson logo, the social media icon needs adequate clear space around it to be properly read.

A good way to accomplish this is by using the spacing between the left edge of the blue box and the letter R (x).

X

X

X

X

X

Social Media Icon

Need a social media icon? Get in touch with your faculty’s marketing officer or email [email protected] to discuss your social media icon needs.

mailto:ryersonbrand%40ryerson.ca?subject=


The Ryerson logo has been carefully designed to ensure legibility and visual balance and should not be altered in any way. Please do not make graphic decisions that contradict the guidelines developed in this document. The following are a few examples of slip-ups.

LogoLogo Don’ts

Do not change the colours of the logo.

Do not add effects to the logo.

Do not create a knockout version of the logo.

Do not place the logo on a background without sufficient contrast.

Do not place the logo on an image without sufficient contrast.

Do not tilt the logo, even at 90 degrees.

Do not adjust the proportions of the logo.

Do not create single-line logos.

Do not enclose the logo within a shape, or a border.


Logo lock-ups build on the university logo to create a signature specific to each entity within the institution. They help us build brand association and visual clarity by reducing the number of stand-alone logos. Three systems of lock-ups have been developed to facilitate all of the diverse initiatives we undertake.

Lock-up systems relate to the brand types outlined in the Brand Architecture. See Brand Architecture on pages 34 – 40 to determine which lock-up is right for your brand.

Lock-ups

Please connect with University Relations to determine where you fit into the brand architecture. Contact [email protected] with requests.



Office of the General Counsel & Secretary of the Board of Governors

The university brand is the overarching identity of the university. It is the voice used in top-level communications and when the university is speaking as one unified entity.

SRC/Academic brands are parts of the university that are most closely associated with its mission of learning and scholarly, research and creative activity.

These brand lock-ups position the names of Ryerson’s entities in alignment with the gold bar.

This system allows for one or two levels of hierarchical information, ensuring that we are focusing our audiences’ attention on what is most important.

Need a lock-up? Get in touch with your faculty’s marketing officer or email [email protected] to discuss your logo lock-up needs.

Lock-upsUniversity & SRC/Academic Brands

One-Level Lock-up

Replica Std Bold

University Brand Lock-up Construction

The space between the lock-up text and the logo is one gold bar.

Text always aligns to the top of the logo.

A maximum of three lines of text are allowed in the lock-up.

Text is always black, unless the lock-up appears on a dark background, in which case text is set in white.

Two-Level Lock-up

Replica Std Bold

Replica Std Light



When two entities of the same hierarchical level are needed (i.e., two faculties), use a gold divider to separate entities.

- The gold divider is one-quarter the width of the gold bar in the university logo.

- Both entities are set in Replica Std Bold.- Do not combine the gold divider with

the two-level system. All lock-ups must include no more than two units at any given time.

- If more than two entities are involved, either use the two most relevant entities in the lock-up, or use only the Ryerson logo and reference the entities in the body copy elsewhere in the communications piece.

- Alphabetical order will determine which entity name appears first.


Continued

Lock-up with Two Faculties

Replica Std Bold

Dual-Level Lock-up Construction

The space between the logo, text and the divider is equal to one gold bar.

X 0.25X

Lock-upsUniversity & SRC/Academic Brands



Sub-brands are a part of the university, but revolve around activities beyond its mission of learning and scholarly, research and creative activity. Therefore their logos should be designed with this in mind.

- The space between the university logo and the sub-brand logo is equal to two gold bars.

- The maximum size of a sub-brand logo within the lock-up is equal to the full size of the university logo.

- The sub-brand logo should be vertically centred and left-aligned within the given frame.

Sub-Brand Lock-up Uses Lock-ups should be used in all formal and media communications, including advertising. In applications where the university’s association is not inherently necessary, the lock-up is not needed. For example: Ryerson Rams team jerseys, internal building signage and merchandise.

Sub-Brand Logo Design Sub-brand logos do not need to follow the Ryerson visual identity elements, except for the primary colour palette. Separate guidelines exist for key sub-brands including Ryerson Rams and Ryerson Eats.


Lock-upsSub-Brand

Sub-Brand Lock-up

Sub-Brand Lock-up Construction

Maximum size of sub-brand logo

Maximum size of the sub-brand logo is determined by the full size of the university logo.

The sub-brand logo should be vertically centred and left-aligned within the frame.

X 2X



Partnerships exist between the university and other non-university businesses, institutes and public-facing organizations. In order to maintain the integrity of both Ryerson University and its partners, the partnership lock-up maintains an even hierarchy between logos.

- A black divider is used in partnership lock-ups. The divider is one-quarter the width of the gold bar in the university logo.

- Both logos are separated by two gold bars on either side of the black divider.

- The size of the partner logo should be scaled to appear optically similar in size to the university logo.

- The partner logo should always appear vertically centred with the university logo.

Partnerships can exist at all levels within the brand architecture.


Lock-upsPartnership

PARTNER LOGO

Partnership Lock-up

PARTNER LOGO

Partnership Lock-up Construction

X 0.25X

Use two gold bars to separate each logo from the black divider.

Centre the partner logo vertically with the university logo.



It is important that an area of clear, uninterrupted space be maintained around all lock-ups to maintain visibility.

In all lock-up types, clear space is always determined by the width of one gold bar.

Clear space is required only from surrounding typographic elements, and careful attention should always be paid to the visibility and legibility of the lock-up.


Lock-upsClear Space

University Brand Lock-up Clear Space

Sub-Brand Lock-up Clear Space

PARTNER LOGO

Partnership Lock-up Clear Space



In instances when a communication cannot comfortably accommodate a horizontal lock-up, use the vertical lock-up. This is intended as secondary usage only.


Lock-upsVertical Alignment

University Brand Vertical Construction Sub-Brand Vertical Construction Partnership Vertical Construction

PARTNER LOGO

Text is left-aligned with the university logo text.

Spacing between the university logo and the lock-up text is one gold bar.

Sub-brand logos are aligned to the top and left of the available frame, which is the size of the university logo.

Spacing between the two graphics is two gold bars.

Partner logos are left-aligned with the university logo.

They are scaled to appear optically equal in size to the university logo.

A black bar, one-quarter the width of the gold bar in the university logo, is used to separate graphics.

Spacing between the university logo and the black bar is two gold bars; and another two gold bars between the black bar and the partner logo.



The university speaks loudest when we are united as once voice. Consistent use of the logo lock-up is fundamental to recognition of the brand. Please review the following to avoid unintentional lock-up mistakes.


Lock-upsLock-up Don’ts

Do not include more than two levels of equal hierarchy in a lock-up.

Do not use outdated logos in a lock-up. Instead use the lock-up system to create a new mark.

Do not add more than two levels of hierarchy, or more than three lines of text to a lock-up.

Do not put secondary information first, or bold the second level of information.

Do not use the RU or Social Media mark to create a lock-up

Faculty of Arts

Avoid using icons that are not integral to an existing brand.



The Ryerson University Visual Toolkit is a set of unique graphic elements that signal our brand. Used consistently, the toolkit unifies our communications and distinguishes our messages from the landscape. These elements are: typography, photography style, colour and a unifying graphic device.

There are specific guidelines for the use of the visual language across different university entities. See Brand Architecture on pages 34 – 40 to see how the visual toolkit applies to your brand.

Visual Toolkit


Replica Std is the primary typeface of Ryerson University. It is the lead typeface used for headlines in all communications, except in formal or convocational material.

Replica Std is designed by using a strict grid, giving it distinct qualities that provide Ryerson with a bold, confident voice.

Replica Std Bold and Light are used to differentiate levels of information through contrasting weights. Replica Std Regular can also be used as a third weight. Italics are used sparingly.

Alternate Use Due to the nature of typeface licensing, if Replica Std is not available, then use Arial.

Replica Std

AaAaAa

Replica Std Bold ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 0123456789!”#$%&’()*+.-./:;<=>?@{}

Replica Std Regular ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 0123456789!”#$%&’()*+.-./:;<=>?@{}

Replica Std LightABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 0123456789!”#$%&’()*+.-./:;<=>?@{}

Need to purchase Replica Std for a project? Get in touch with your faculty’s marketing officer or email [email protected] to discuss your font needs.

Visual ToolkitTypography

Primary Font



Lyon Text is the secondary typeface of Ryerson University. It is used as body copy to complement Replica, enabling more flexibility in typographic messaging.

Lyon Text is a contemporary serif, giving Ryerson a classic, formal voice when needed.

Although Lyon Text comes with a large font family, it is recommended that Bold and Regular weights are used. Bold Italic and Regular Italic can also be used.

Alternative Typefaces Due to the nature of typeface licensing, if Lyon Text is not available, then use Times New Roman.

Lyon Text

AaAaAaAa

Lyon Text Bold ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 0123456789!”#$%&’()*+.-./:;<=>?@{}

Lyon Text Bold ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 0123456789!”#$%&’()*+.-./:;<=>?@{}

Lyon Text Regular ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 0123456789!”#$%&’()*+.-./:;<=>?@{}

Lyon Text Regular Italic ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 0123456789!”#$%&’()*+.-./:;<=>?@{}

Need to purchase Lyon Text for a project? Get in touch with your faculty’s marketing officer or email [email protected] to discuss your font needs.


Secondary Font



Ryerson’s typography guidelines are as follows:

- Type is always black or white. - Type is consistently left-aligned,

given “optical” kerning and comfortable leading.

- Replica Std is always used as the headline typeface and always used in lock-ups.

- Headlines are always in sentence case.- Lyon Text is used as body copy and

in formal or convocational material. Lyon is most effective when there are large blocks of text.

- Both typefaces can be used together to draw attention and create contrast in certain messaging.

- Together, Replica Std and Lyon Text are used in all Ryerson communications material.

Sample Paragraph


Usage


Photography is the most effective tool to showcase the diverse, dynamic and transformative university we have become.

Ryerson’s photography style has been developed with our brand mission in mind. It portrays confidence for the university with an honest and authentic documentary-style approach.

Principles of the Photography Style

- Capture candid and real moments. - Focus on action and context to tell

a story. - Use straight-on angles.- Capture portraits, city scenes and

campus locations.- Use close-up or detail shots to highlight

projects.- Use unfiltered, authentic colour and

natural contrast.

Visual ToolkitPhotography

Consent Form For all subjects that appear in-focus in your photos, you must obtain written permission for promotional usage. The consent form may be downloaded from the brand website at ryerson.ca/brand/ visual-toolkit/photography

http://ryerson.ca/brand/visual-toolkit/photography

http://ryerson.ca/brand/visual-toolkit/photography


In order to maintain a consistent brand message, it is important to avoid the following techniques in photography.

Visual ToolkitPhotography Don’ts

Avoid using photographs that are dramatically angled.

Avoid using photographs that appear staged and inauthentic.

Avoid using photographs that are overly stylized or abstract.

Avoid using images with an obvious shallow depth of field.

Avoid isolating subjects from their visual context.

Try to avoid using imagery that features legacy Ryerson branding.


Visual ToolkitPhotography Usage & Image Rights

With photography now dominating digital communication platforms as well as print, we need to revisit how the university works with photographers to ensure client needs are met and usage rights are clearly defined.

Clarify the intended use of your photos in advance to get an accurate estimate that works within your budget. The following are key considerations to keep in mind when working with a photographer.

1. Usage Decide where you’d like to feature the photos. Will you be using them on print collateral, ads, web, social media, etc.? It’s important to note the primary use as well as the extended uses. A rights-managed image is priced according to how you’re planning to use it. It always helps to discuss usage and ownership rights at the beginning of the project with your marketing officer and your photographer.

2. Images Decide how many images you will need from your photo shoot (e.g., some photos, or all photos).

3. Terms Determine the time period for image use. For example, will you need image/s for a set period, such as two years, or do you require a full buyout (in perpetuity). For details on image rights and usage, see pages 61-63 in the Appendix.

Ryerson University is at the intersection of mind and action. What our students learn in the classroom is enhanced by real-world knowledge and experience. We champion diversity, entrepreneurship and innovation.

ryerson.ca

Real-world experience

Note: University Relations is always available to help with your photography needs – from consultation to concept to execution. Get in touch with your faculty’s marketing officer or email [email protected] to discuss your photography needs.



The primary palette consists of Ryerson blue and gold, as well as black (used primarily for text) and white.

Secondary colours expand the range of blues and golds, adding tonality and texture. The primary and secondary palettes have been developed to work together effectively.

The primary and secondary palettes are always drawn on first when considering colour in applications.

Pantone Values Some colours have two Pantone values associated with them; C (coated) and U (uncoated). For print applications on a coated paper stock, refer to the C value and for an uncoated paper stock, refer to the U value.

Visual ToolkitColours

Primary & Secondary Palette

Primary Palette

Secondary Palette

Ryerson Blue PMS 2935U/2945C C100 M60 Y0 K15 R0 G76 B155 Hex #004C9B

PMS 287U/288C C100 M70 Y0 K40 R0 G45 B114 Hex #002D72

PMS 130U/137C C0 M40 Y100 K0 R255 G163 B0 Hex #FFA300

PMS 3005U/C C100 M30 Y0 K0 R0 G119 B200 Hex #0077C8

PMS 109U/123C C0 M22 Y100 K0 R255 G198 B9 Hex #FFC609

Dark Grey C0 M0 Y0 K40 R153 G153 B153 Hex #999999

PMS 2995U/C C90 M0 Y0 K0 R0 G169 B239 Hex #00A9EF

PMS Yellow U C0 M0 Y100 K0 R255 G238 B0 Hex #FFEE00

Light Grey C0 M0 Y0 K15 R217 G217 B217 Hex #D9D9D9

PMS 2985U/C C60 M0 Y0 K0 R91 G194 B244 Hex #5BC2F4

Ryerson Gold PMS 108U/109C C0 M10 Y100 K0 R255 G220 B0 Hex #FFDC00

Black C0 M0 Y0 K100 R0 G0 B0 Hex #000000

White C0 M0 Y0 K0 R255 G255 B255 Hex #FFFFFF


The tertiary palette broadens the fields of colour beyond the spectrum of blues and golds. It has been carefully selected to complement the primary and secondary palettes, while matching them in intensity and vibrance.


Tertiary Palette

Tertiary Palette

PMS 152U/C C0 M60 Y100 K0 R255 G114 B0 Hex #FF7200

PMS 397U/C C15 M2 Y100 K15 R191 G190 B0 Hex #BFBE00

PMS 199U/C C0 M100 Y75 K0 R228 G0 B50 Hex #E40032

PMS 347U/C C93 M0 Y100 K0 R0 G154 B68 Hex #009A44

PMS 563U/C C55 M0 Y30 K0 R107 G191 B174 Hex #6BBFAE

PMS 226U/C C0 M100 Y0 K0 R235 G0 B114 Hex #EB0072

PMS 7467U/C C100 M0 Y30 K0 R0 G163 B173 Hex #00A3AD

PMS 2603U/C C70 M100 Y0 K0 R121 G32 B130 Hex #792082

PMS 272U/C C60 M55 Y0 K0 R116 G116 B193 Hex #7474C1


Black or white text on a coloured background is permitted as long as it meets an accessibility rating of AA or AAA. To ensure that text remains accessible, use only these recommended text and colour combinations.

Please also ensure that the font size is sufficient for readability. Text on a coloured background is more difficult to read than black text on a white background. We recommend a font size no smaller than 9.5 point to ensure AODA compliance for printed pieces.


Accessibility

9.5 pt White text

9.5 pt White text

9.5 pt White text

9.5 pt White text

9.5 pt White text

9.5 pt White text

9.5 pt Black text

9.5 pt Black text

9.5 pt Black text

9.5 pt Black text

9.5 pt Black text

9.5 pt Black text

9.5 pt Black text

9.5 pt Black text

9.5 pt Black text

9.5 pt Black text

9.5 pt Black text

9.5 pt Black text

9.5 pt Black text

9.5 pt Black text

9.5 pt Black text

9.5 pt Black text


Visual ToolkitGraphic Device

The university’s primary graphic device is a combination of overlapping boxes containing photography, text and brand colours. This unites our toolkit elements and creates a modular visual language that makes up our distinct style.

These boxes are used to create clear space for headlines and call-out text, define the edges of photography and contain fields of colour. In layout, they are used together to create visual interest, balance and movement. When used thoughtfully, they are the most effective tool for conveying the Ryerson university brand.

Sample Layout



Depending on application, audience and message, our graphic device can be used simply, with a single box, or up to a maximum of three boxes of imagery and colour.

Overlapping frames are integral to our visual language. When designing for the Ryerson brand, start simple – all boxes should have a purpose.

Sample Layout

Usage

Simple usage Complex usage



Usage Continued

The university graphic device uses a combination of overlapping boxes containing photography, text and brand colours. Below is a guide for how to combine all of the elements effectively.

1. Consider your text first.

- Always start with headlines on your top layer, and consider a colour frame to draw attention.

- When combining text with boxes, give comfortable margins around the text.

- Boxes are always rectangular.

2. Add photography and colour to complement your message.

Colour - Use colour to complement photography

or increase visual interest. - Select colours that create contrast

without overwhelming or competing for attention.

Photography - We recommend using one strong image.- Boxes can be used to create thoughtful

cropping of imagery. - Photography can be used to complement

primary messages, or in the background for texture.

See page 26 for text and colour combinations that are AODA compliant.

The headline box maintains its rectangular shape around text. Create comfortable margins around the headline text by using a lower case letter as a spacing unit.

Place the box over the photograph in such a way that it does not crop out any important information.

Website addresses are placed in lower right corner.

Enlarge the photo as much as possible for hierarchy in the layout.

Fields of colour are used to balance the page layout.

Colour and type combinations must be AODA compliant (see page 26).

Maximize background colour boxes as much as possible while maintaining some white space to retain the visual language of overlapping frames.

This is an example of a complex graphic usage where three boxes of imagery or coloured boxes are used.


Visual ToolkitGraphic Device Don’ts

Avoid multiple photographs of the same scale or content. Avoid boxes that do not overlap.Avoid overlapping boxes or text with colours that blend together.

Avoid complicated layouts with excessive use of the graphic device. Layouts should feel comfortable and purposeful.

Unless limited by the layout size, avoiding placing a box that bleeds on three edges. Always show at least two edges of every box.

Avoid lining up box edges. Avoid boxes of similar sizes. Avoid centring or right-aligning text.

Avoid creating boxes that are geometrically complex. All boxes should be rectangular.


Visual ToolkitDesign Evolution

A brand is an organic system and while it is important to be consistent, it may evolve over time and with circumstances. We have recently updated graphic layouts by introducing larger images, less text and fewer boxes. These changes provide more options and innovative ways to use the graphic device.

For more examples see pages 41 – 50 in the Applications & Inspiration section.

2015 2017

Farm fresh, right on campusDelicious lunches, fresh produce and more

Ryerson Market

ryerson.ca/food

Every Wednesday until Oct. 5 11 a.m. to 2 p.m.Gould and Victoria

Also enjoy veggies grown right on campus and meals made by our own Ryerson Eats chefs.

Ryerson presents… an evening with Cornel West Monday, May 297 – 8 p.m. Ted Rogers School of Management Room TRS-1-06755 Dundas Street West

“ Justice is what love looks like in public.”

From May 27 to June 2, Ryerson will host some of Canada’s most prominent thinkers at the 86th annual Congress of the Humanities and Social Sciences:congress2017.ca


Visual ToolkitCampaign Branding

An advertising campaign is a series of messages and associated creative that connect to a big idea. Often campaigns are integrated across a range of media channels over a set time frame. Campaigns are developed based on an objective, such as building brand awareness and changing perceptions or improving reputation and usually have a fixed duration.

The messages or creative can differ from campaign to campaign. While it is important to stay true to the brand visual identity, (logos, fonts, colours, graphic device), campaigns may have a unique application of certain brand elements – to ensure the big idea guides the concept.

Example: Ryerson 2017 Brand and Reputation Campaign

Note: All major campaigns must be developed in association with University Relations. Get in touch with your faculty’s marketing officer or email [email protected] to discuss your campaign needs.

This recent campaign highlights Ryerson’s outstanding research through the use of a visual metaphor. Rather than depicting photos of researchers in the ad creative, the materials highlight everyday objects that speak to the impact of the research in a meaningful and creative way. The call to action then drives people to the Ryerson website where the researchers’ stories and their photos are featured.

Ryerson researchers are transforming lives. See how at ryerson.ca/transform

You see birthday candles.

We see the future of health care.

We’re a team of engineers, scientists, clinicians and researchers from Ryerson University and St. Michael’s Hospital developing innovative ways to monitor and treat illness and disease. Together, we’re creating technologies and health-care solutions that will help people live longer and celebrate more birthdays.

Institute for Biomedical Engineering, Science and Technology

Professors Sri Krishnan & Michael KoliosCo-Directors and Researchers, Ryerson University

Dr. Ori RotsteinCo-Director and Researcher, St. Michael’s Hospital

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Creative DirectorArt Director/ Designer Copywriter Account Person Client Producer

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Visual ToolkitCampaign Branding

Example

Graphic Style- Campaigns can adhere to primary and

secondary font usage, graphic device and logo placement.

- Campaigns can use colour to complement photography or increase visual interest.

- Campaigns may include the alternative use of tertiary colours to help marketing materials stand out (e.g., the use of background screens of tertiary colours on 2017 Brand and Reputation Campaign materials).

Photography- Campaigns can allow for alternative

use of photography to help communicate complex concepts (e.g., innovation, research, policy, etc.). For example, in the 2017 Brand and Reputation Campaign an everyday object is used as a visual metaphor to demonstrate the positive impact Ryerson researchers are having on society. In this example, the photograph of an object, birthday candles, helps to show the impact of the biomedical research, which is longer and healthier lives.

For more examples see pages 51 – 52 in the Applications & Inspiration section.

Note: All major campaigns must be developed in association with University Relations. Get in touch with your faculty’s marketing officer or email [email protected] to discuss your campaign needs.

Background colour is a 50% opacity of a tertiary palette colour.

Call to action and website address are placed in lower right corner.

Key brand elements should be included such as the graphic device, Ryerson logo and brand fonts.

Photograph of an object is used as a visual metaphor.

Example: Ryerson 2017 Brand and Reputation Campaign



The Ryerson brand architecture defines the visual structure and relationships of entities within the university. This section outlines the brand classifications and provides tools to help you determine how you can strengthen your brand as well as the Ryerson brand.

Our goal is to create a clear framework so that all the work we do speaks the same language and allows Ryerson to rise above the noise.

Brand Architecture




Brand ArchitectureBrand Classifications

Ryerson’s brand architecture consists of four brand classifications. Each typology has visual guidelines that will help clarify Ryerson’s diverse composition.


University BrandThe university brand is the overarching identity of the university. It is the voice used in top-level communications and when the university is speaking as one unified entity.

Brand Impression: “This is Ryerson University.” Examples: Alumni, Human Resources

SRC/Academic BrandSRC/Academic brands are parts of the university that are most closely associated with its mission of learning and scholarly, research and creative activity.

Brand Impression: “This is part of what Ryerson does as a university.” Examples: Faculty of Engineering and Architectural Science, School of Fashion

Sub-BrandSub-brands are part of the university, but they revolve around activities beyond its mission of learning and scholarly, research and creative activity. They are managed by university administration.

Brand Impression: “This is connected to Ryerson, but different than its core learning function.” Examples: Ryerson Rams, Ryerson Eats

Independent BrandIndependent brands are associated with the Ryerson community, but are independently managed by students or other external stakeholders.

Brand Impression: “This is independent from Ryerson University.” Examples: Ram in the Rye, Ryerson Students’ Union



Brand ArchitectureUniversity Brand Visual Toolkit

University branded communications consistently use all elements of the visual toolkit, except the tertiary palette.

Lock-up System University Brand Lock-up ✓

1. Typography & Type Style Primary Typeface ✓ Secondary Typeface ✓

2. Photography Photography Style ✓

3. Colour Primary Palette ✓ Secondary Palette ✓ Tertiary Palette

4. Graphic Device Use of Graphic Device ✓

✓ Available to Use Cannot Use


Examples of University Brands

You are where mind & action intersect

ryerson.ca/mindaction

Where you gain exceptional knowledge and invaluable experience to give you the power to achieve.

What will you make happen here?

University brands use the primary and secondary palettes exclusively.

University brands use the university typefaces and type style.

University brands use the graphic device and photography style exclusively.



Brand ArchitectureAcademic/SRC Brand Visual Toolkit

Academic/SRC brands have more flexibility of the visual toolkit to differentiate their brand. The following elements are consistently used.

Lock-up System University Brand Lock-up ✓


2. Photography Photography Style ✓

3. Colour Primary Palette ✓ Secondary Palette ✓ Tertiary Palette ✓




Examples of Academic/SRC Brands

ryerson.ca/action

Inspiring change in the humanities and social sciencesHistory professor Jean Li is reshaping the way researchers approach archaeology and record historical data. She’s using custom-built robots to explore ancient Egyptian burial sites and temples; the data compiled will be used to create 3D reconstructions of the preserved structures.

At Ryerson University, time-tested methods in the social sciences and humanities are combined with innovative techniques to advance archaeological research and our understanding of the past.

Academic/SRC brands maintain consistent use of the university typefaces and type style.

The primary, secondary and tertiary colour palette, and/or the graphic device is used in academic/SRC

Academic/SRC brands always use the university brand lock-up system.



Brand ArchitectureSub-Brand Visual Toolkit

Sub-brands live within the university but have distinctly different functions. Generally, they exist outside of the academic body of the institution and are managed by university administration. Their use of the visual toolkit is flexible.

Lock-up System Sub-Brand Lock-up ✓


2. Photography Photography Style (optional) ✓

3. Colour Primary Palette ✓ Secondary Palette ✓ Tertiary Palette ✓


The university photography style, graphics devices and tertiary colour palette are optional elements of a sub-brand’s visual language. A sub-brand may develop its own versions of these components.



Example of Sub-Brands

Sub-brands maintain consistent use of the university typefaces and type style.

Photography style may be independent of the university guidelines.

Sub-brands always use the sub-brand lock-up system.



Brand ArchitectureIndependent Brand Visual Toolkit

Independent brands are associated with the Ryerson community, but are independently managed by students or other external stakeholders. These might include certain student groups, community events or companies started at the DMZ. These initiatives are not restricted by the visual toolkit.

Lock-up Type Lock-up with the university logo

1. Typography & Type Style Primary Typeface Secondary Typeface

2. Photography Photography Style

3. Colour Primary Palette Secondary Palette Tertiary Palette

4. Graphic Device Use of Graphic Device



Examples of Independent Brands

Independent brands do not lock-up with the Ryerson logo.

Type style, colour palette and graphic device are independent of the Ryerson guidelines.




This chart is a summary of how each brand type uses the university visual toolkit.

The university brand is the overarching identity of the university. It is the voice used in top-level communications and when the university is speaking as one unified entity.

Examples: Alumni, Human Resources

SRC/Academic brands are part of the university that are most closely associated with its mission of learning and scholarly, research and creative activity.

Examples: Faculty of Engineering and Architectural Science, Department of Chemistry

Sub-brands are part of the university, but they revolve around activities beyond its mission of learning and scholarly, research and creative activity. They are managed by university administration.

Examples: Ryerson Rams, Ryerson Eats

Independent brands are associated with the Ryerson community, but are independently managed by students or other external stakeholders.

Examples: Ram in the Rye, Ryerson Students’ Union

University Brand Academic/SRC Brand Sub-Brand Independent Brand


Brand ArchitectureVisual Toolkit Usage Summary

University Brand Lock-up No legacy icons

Primary Typeface ✓ Secondary Typeface ✓

Photography Style ✓

Primary Colour Palette ✓ Secondary Colour Palette ✓ Tertiary Colour Palette

Use of Graphic Device ✓

Academic/SRC Lock-Up


Photography Style ✓

Primary Colour Palette ✓ Secondary Colour Palette ✓ Tertiary Colour Palette ✓


Sub-Brand Lock-Up


Photography Style (optional) ✓

Primary Colour Palette ✓ Secondary Colour Palette ✓ Tertiary Colour Palette ✓


Does not lock-up with the Ryerson Logo

Primary Typeface Secondary Typeface

Photography Style

Primary Palette Secondary Palette Tertiary Palette

Use of Graphic Device



The following pages outline a few completed applications, as well as many other examples of how the brand can be implemented in various contexts.

Applications & Inspiration


Applications & InspirationAdmissions Handbook

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Stay connectedwhy.ryerson.caVisit WhyRyerson to hear straight from our students about their Ryerson experiences and to get the latest updates.

ask.ryerson.caAskRyerson is a resource for all your Ryerson admission questions. Available 24 hours a day, 7 days a week, 365 days a year.

choose.ryerson.caVisit Choose>Ryerson to check your applicationstatus and documents.

Find @WhyRyerson on social media:

Questions?Call 416-979-5036 to speak to a member of the Office of the Registrar’s ServiceHub team.

Virtual TourCan’t join us in person? Check out our buildings and facilities via our virtual campus tour. Visit ryerson.ca/virtualtour.

↑ Above: Student Learning Centre (SLC)

This is Ryerson

Admissions Handbook 2018Toronto, Canada

1 six-lane swimming pool 1 BLADE

Skating Treadmill8 teams participate in

Canadian Interuniversity Sport (CIS)

7 teams participate in Ontario University Athletics (OUA) 45+ weekly fitness

classes

10+ intramural leagues

20+ clubs from cheerleading to dragon boat

LIFE ON CAMPUS

Student life

LIFE ON CAMPUS

6 Ryerson theatre productions per year

3 student residences and 1 in the works

6 student-run, year-end showscovering fashion, photography and interior design

70+ student groups

15+ Ryerson Image Centre (RIC) exhibitions per year

FREE admission to Rams’ home games

Make your university experience the best it can be. Ryerson’s student life programs offer social engagement and a sense of belonging beyond the classroom. Join one of Ryerson’s many student groups, or check out exhibitions and performances by other Ryerson students. And if you enjoy live music, want to catch a game or need some downtime with friends, stop by the student-run Ram in the Rye pub. Ryerson’s Passport Program can help you make the most of your university experience. Through this platform you can find the right opportunities for involvement, stay informed of upcoming events, organize and promote co-curricular activities, and receive recognition for your participation in campus life through the Ryerson Lead Blue & Gold program. Join the Ryerson Ramily and plug into the energy of student life.

studentlife.ryerson.caSheldon Levy (centre), president and vice-chancellor, cheers on the Rams with Ryerson students.

This image ↗

Athletics and fitness

The Mattamy Athletic Centre (MAC), home to the Ryerson Rams, is a world-class fitness and recreation facility. Here, you can support Ryerson’s nationally-ranked teams in basketball, volleyball and hockey. Other Rams teams include soccer, baseball, wrestling and badminton. Or, meet up with friends and take part in our popular intramural programs such as soccer, basketball or dodgeball. Stay fit through individual training or group instruction in fitness, sports and dance at the MAC or Recreation & Athletics Centre (RAC).

ryersonrams.ca

Athletics and fitness

Admissions Handbook 2016 | 1110 | Admissions Handbook 2016

18 Faculty of Arts

19 Arts and Contemporary Studies

19 Criminology19 English21 Environment and Urban

Sustainability21 Geographic Analysis21 History21 International Economics and

Finance22 Language and Intercultural

Relations22 Philosophy23 Politics and Governance23 Psychology24 Public Administration and

Governance25 Sociology25 Undeclared Arts

26 Faculty of Communication & Design

27 Creative Industries27 Fashion Communication27 Fashion Design28 Graphic Communications

Management28 Image Arts: Film Studies29 Image Arts: Photography Studies30 Interior Design31 Journalism31 Media Production31 New Media32 Performance Acting32 Performance Dance32 Performance Production34 Professional Communication35 Sport Media

36 Faculty of Community Services

37 Child and Youth Care37 Disability Studies37 Early Childhood Studies38 Midwifery38 Nursing38 Nursing Post-Diploma41 Nutrition and Food41 Occupational Health and Safety41 Public Health and

Safety42 Social Work43 Urban and Regional

Planning

44 Faculty of Engineering and Architectural Science

45 Aerospace Engineering45 Architectural Science46 Biomedical Engineering46 Chemical Engineering Co-op46 Civil Engineering46 Computer Engineering48 Electrical Engineering49 Industrial Engineering49 Mechanical Engineering49 Undeclared Engineering

50 Faculty of Science

51 Biology51 Biomedical Science51 Chemistry52 Computer Science53 Financial Mathematics53 Mathematics and its

Applications55 Medical Physics

55 Undeclared Science

56 Ted Rogers School of Management

57 Accounting & Finance57 Business Management58 Business Technology

Management59 Health Information

Management59 Health Services Management61 Hospitality and Tourism

Management61 Retail Management

2 Learning in action4 Connecting beyond classrooms6 An urban community8 Global connections10 Student life11 Athletics and fitness12 Student support13 Food for thought14 Scholarships and awards15 Costs to consider16 Start up your future

62 Admission Requirements74 Ryerson campus map76 Visit us

Table of Contents

Put your ideas – and your education – into action at Ryerson. With us, you’ll explore innovative ways to create new possibilities. You’ll challenge the ordinary and achieve the extraordinary. You’ll go beyond what’s expected to find new connections and new experiences. And you’ll do it all at the heart of one of Canada’s most vibrant urban centres.


Applications & InspirationCampus Store Bag


Applications & InspirationAcademic/SRC Brand

Daphne Cockwell School of Nursing

Leadership, knowledge and compassion in a dynamic world

ryerson.ca/nursing

Master of Digital Media student Kate McKenzie is documenting her first marathon – in Afghanistan. Inspired by the brave female runners who must train secretly, Kate is using the film to change the narrative about a country known mainly for war.

How will graduate education transform you?

ryerson.ca/graduate

ryerson.ca/graduate

Secret marathon meets social change


Applications & InspirationSub-Brand

Zone Learning

Empowering energy entrepreneurs

ryerson.ca/cue


Applications & InspirationSocial Media


Applications & InspirationOnline Advertising

Reshape our world by doing work that matters

Choose Ryerson

Reshape our world by doing work that matters

Choose Ryerson


Applications & InspirationPublication

Ryerson Sustainability Yearbook

Academics Operations Engagement

2016 – 2017

2 RYERSON UNIVERSITY 2016 – 2017 SUSTAINABILITY YEARBOOK 3

CurriculumAs a society, our understanding of sustainability has started to shift from simply doing less harm, toward developing a better world. Accordingly, there is growing recognition of the huge opportunity academic institutions have to equip students with the skills and knowledge required to solve today’s most pressing environmental, social and economic challenges.

Ryerson is empowering students with sustainability literacy relevant to their field of study by offering more than 340 undergraduate courses focused on or related to environmental and/or social sustainability. Offered across all six faculties, our courses, from disability issues to sustainable energy technologies, provide all students with opportunities to learn about sustainability.

Sustainable undergraduate course offerings

– Raktim Mitra Professor, School of Urban and Regional Planning

related to sustainability21% FCS

In Spring 2016, Ryerson University celebrated the first graduating class from the Environment and Urban Sustainability, BA (Honours) program!

“ The popularity of cycling in downtown Toronto is growing exponentially, but our findings indicate there are critical opportunities to improve both policy and practice to support cycling across the entire GTHA.”

198

340

144focused on sustainability

undergraduate courses focused on or related to environmental and/or social sustainability.

46% FoA

11% TRSM

5% FoS

10% FEAS

7% FCAD

Academics

Replacing car trips with cycling trips

A joint study by Ryerson's Transportation and Land Use Research (TransForm) Laboratory and the Toronto Centre for Active Transportation found that residents in the Greater Toronto and Hamilton Area (GTHA) take more than four million motor vehicle trips daily, which have a high potential to be shifted to bicycle trips. The future of renewable

energy storage

With clean energy being produced more readily, the possibility of creating grid-scale solutions to produce, store and deliver this energy to consumers could be a not-so-distant reality. Bala Venkatesh, academic director of Ryerson's Centre for Urban Energy (CUE), has harnessed the desire to advance clean energy to create a vital new network supported by a $5 million partnership grant from the Natural Sciences and Engineering Research Council of Canada (NSERC). The NSERC Energy Storage Technology (NEST) Network aims to drive innovation of energy storage for renewables in Canada. The NEST Network will develop, test and ultimately commercialize new technologies such as lithium-ion batteries, flywheels, compressed air energy storage, thermal storage and other hybrid energy storage models.

Recreating sunlight with LEDs

Bryan Koivisto, a professor in the Chemistry and Biology Department, ran into an obstacle while designing next-generation photovoltaic technologies: “How can we test these technologies against degradation caused by the sun’s rays?” Next-generation photovoltaics utilize a transparent, thin film with a light-absorbing dye to harness the energy of the sun. Koivisto is currently researching the lifespan of these dyes against sustained exposure to the sun in order to create more stable dyes. Since this research needed constant sunlight, the solution was to create a new solar-simulating light source based on LED technology.*

ResearchAlong with curriculum, research is a core part of the university’s mission and has the potential to address unmet sustainability-related challenges on and beyond campus. Here are just a few examples of the fantastic sustainability-related research happening at Ryerson:

* These articles originally appeared in INNOVATION, Ryerson University's research and innovation newsletter, in Issue 25 and Issue 20, respectively.

Impacts of road salt on aquatic life

Two Ryerson professors, Claire Oswald of the Geography and Environmental Studies Department and Lynda McCarthy of the Chemistry and Biology Department, are examining how the seasonal application of chloride salts to roads in Ontario, and their consequent runoff into groundwater and streams, is impacting water quality and the abundance and diversity of aquatic organisms. As expected, the greater the urbanization and road density within a watershed, the higher the chloride concentrations measured in local streams and shallow groundwater.*

6 RYERSON UNIVERSITY 2016 – 2017 SUSTAINABILITY YEARBOOK 7

Grounds Ryerson University is located in the heart of downtown Toronto where space is at a premium. Despite this, Ryerson has expanded its green space without taking up any more room on the ground. How so? By looking to the skies.

In 2015, Ryerson diverted more than

from landfills, equal to approximately

of space

Ryerson has numerous recycling programs that help divert materials from the landfill including:

BuildingsIn February 2015, the doors opened to Ryerson’s Student Learning Centre (SLC). In line with Ryerson’s commitment to sustainability, the innovative SLC building received LEED Gold certification from the Canada Green Building Council. The certification recognizes the superior environmental functions relating to water efficiency, energy and atmosphere, materials and resources, indoor environmental quality, innovation and design.

WasteAt Ryerson, carbon dioxide equivalent emissions from waste make up a small portion of our total carbon footprint, but nevertheless, we feel it’s important to improve our collective waste behaviours. In addition to emissions, waste in landfills can cause contamination of soil and water as toxins accumulate and leach into the ground.

Microbe Hub, a social enterprise out of Ryerson’s Social Ventures Zone, collects organic waste from the Faculty of Arts and transports it to a lab for vermi-composting. In this process, worms eat the organic material and create castings, a nutrient-rich soil amendment.

Sustainability Matters started a waste monitoring program where trained student volunteers stood beside Service Hub bins and helped educate the community on where to place different waste items.

700 tonnes2250 m3

Office and common space recycling

Shredding

Corrugated cardboard

Pens/markers/ writing instruments

Organic materialsTextbooks

E-waste Scrap metalBatteries

Hazardous materials

Compact fluorescent tubes

Ink and toner cartridges

Fun fact:

Did you know that disposable coffee cups can be recycled through Ryerson’s plastic/glass/metal stream?

Fun fact:

Ryerson is committed to receiving, at a minimum, LEED Silver certification for all new construction and major building renovations.

Ryerson Urban Farm

Ryerson is home to a quarter-acre rooftop farm. The Andrew and Valerie Pringle Environmental Green Roof is located atop the George Vari Engineering and Computing Centre. Originally built in 2004, the roof was converted into a food-producing pesticide-free and ecological rooftop farm. The project was completed in 2013 by Ryerson Urban Farm, a group which grew out of a student-led initiative to grow fresh food on campus.

The results of the 2016 growing season were even better than those of the first two harvests. The farm produced more than 4,500 kilograms of food (up from 3,650 kilograms in 2015 and 2,350 in 2014) and hosted more than 1,200 visitors, for a total of more than 2,000 since the farm’s creation. This engagement is facilitated via tours, workshops and volunteer events targeting Ryerson and the broader Toronto community.

The food produced on the farm is distributed mainly through: a Community Supported Agriculture (CSA) program, Ryerson Food Services, and the Ryerson Farmers' Market.

Ryerson is building a second rooftop farm at the new Daphne Cockwell Health Sciences Complex at 288 Church St. scheduled to open in 2018. This rooftop farm will have additional space for gatherings, helping to facilitate more educational opportunities for Ryerson and Toronto community members.

4,500kg 2016

3,650kg 2015

2,350kg 2014

Among its many sustainabilty features, the SLC has blinds that rise and lower automatically to prevent heat buildup and improve natural lighting, as well as two green roofs.


Applications & InspirationVictoria Laneway Posters

From May 27 to June 2, Ryerson will host some of Canada’s most prominent thinkers at the 86th annual Congress of the Humanities and Social Sciences:congress2017.ca

Ryerson presents…

Monday and Tuesday, May 29 – 303 – 4:30 p.m.

Student Campus Centre Tecumseh Auditorium55 Gould Street

KAIROS Blanket Exercise

ryerson.ca/graduate

Riley Kucheran wants to Indigenize the fashion industry.

For his Communication and Culture PhD dissertation, the Two-Spirited Ojibway graduate student is exploring clothing and cultural assimilation in Indian Residential Schools, and will launch the Canadian Council of Aboriginal Design to support Indigenous artists.

With research that breaks boundaries and blends fashion, history and zone learning, Riley says “a project like mine couldn’t happen anywhere else.”

How will you create change in the world?

Indigenizing fashion

“ The knowledge, understanding and critical thinking made possible through the humanities and social sciences are helping us build the kind of Canada we need for the next 150 years.”– Dr. Mohamed Lachemi, P.Eng., FCAE, FCSCE

President and Vice-Chancellor, Ryerson University


Applications & InspirationMagazine Advertising

At Ryerson, we’re dedicated to creating a culture of action. What you learn in our classrooms is enhanced by real-world experience: valuable internships and co-ops; opportunities to engage with cutting-edge faculty; and support to develop your own social venture or business start-up.

Our students create the impact they want to see in the world.

What will you make happen here?

ryerson.ca Toronto, Canada

Ideas meet impact at Ryerson

Go somewhere you’ve never been with like-minded travel companions and trip leaders who will look after every last detail.

Contact Jennifer at 416-979-5000, ext. 7864, to find out where your fellow alumni are headed in 2018.

ryerson.ca/alumni

Make adventure a priority in 2018


Applications & InspirationReputation Campaign Advertising

Print












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You see a laptop.

I see improved efficiency.

I help large organizations in business and the public sector break down the barriers that prevent them from adopting new technologies so they can create more efficient and cost-effective operations.

Ojelanki NgwenyamaProfessor, Global ManagementDirector, Institute for Innovation and Technology Management

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October 25, 2017 9:25 AM


To you, it’s art.

To me, it’s art changing perceptions.

I work to change the way people think about disability by challenging the way art is typically created and experienced. More people can live vital, fulfilled lives when they have access to creating, experiencing and being represented in art.

Eliza ChandlerAssistant Professor, School of Disability StudiesCo-Director of Bodies in Translation: Activist Art, Technology, and Access to Life

Sculpture by Persimmon Blackbridge

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You see clean laundry.

I see the futureof clean energy.

With 82 per cent of Canadians living in metropolitan areas, providing them with reliable energy is increasingly complex. My research into large-scale renewable energy and storage technologies ensures people in dense urban areas have electricity when they need it – load after load.

Bala VenkateshProfessor, Electrical and Computer EngineeringAcademic Director, Centre for Urban Energy

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October 23, 2017 2:56 PM


You see a globe.

We see a bright future for Canada.

Giving newcomers more of the support they need is fundamental to the research my colleagues and I are doing. Immigrants not only need to settle into their new life, but also grow, flourish and become engaged and contributing members of the country they now call home.

Usha GeorgeProfessor, Social Work Director, Ryerson Centre for Immigration and Settlement

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Applications & InspirationReputation Campaign Advertising

Digital

Ryerson Transforming - Banner: Big Box


We see the future of healthcare.

Ryerson research is transforming lives.



See how







See how







See how







See how

Ryerson Transforming - Banner: Leaderboard


We see the future of clean energy.

Ryerson research is transforming lives. See how















See how


Appendix


AppendixBrand Platform

The brand platform is designed as a tool and reference for Ryerson’s internal communicators to guide and inspire the creation of external messaging. It is made up of the Big Idea, our Mission, Vision, Values, Brand Differentiators, Tone & Personality and Brand Story.



Big Idea

The Intersection of Mind & Action.

The university’s Big Idea unifies all the elements of the brand platform. It must resonate with our audiences and should be top of mind when anyone thinks of Ryerson University.

It is true to Ryerson’s past and present and is something that will continue to define the university in the future.



Mission & Vision

To be Canada’s leading university and hub for inventive and purposeful thinkers and creators.

Ryerson University can be found at the intersection of mind and action, equipping its students with the knowledge and experiences that empower them to positively and meaningfully transform themselves, their culture, the economy and society.

Ryerson University's mission defines why we exist. It is our ambition and calling – the reason we get out of bed every morning.

Our vision states the next big goal we are collectively working towards in service of our mission.

Brand Mission

Brand Vision



Values

Our values are what we care most deeply about. They are the principles that define our behaviour and in which we strive for excellence.

DiversityWe value an environment where diversity thrives. Our exceptional number of perspectives, ideas and approaches drive our innovation.

InventivenessWe value creative and original thought in all our endeavours. Our inventiveness increasingly defines us.

ResourcefulnessWe value making things happen. Our grit, pragmatism and desire to create manifests in a culture of action.

RelevanceWe value relevance. From our mission to our programs, we are designed to respond to society’s needs.

CourageWe value the courage required to challenge convention. We are not here to maintain the status quo.

OpennessWe value openness – to new concepts, points-of-view and society. Our ability to stay open is what keeps us moving forward.



Differentiators

These are the things that we offer our audiences that make us special and different. They are Ryerson's enduring characteristics and the frame through which our stories are told.

We Are Enterprising At Ryerson, we get things done. We have the smarts, expertise and drive to improve ourselves and our surroundings.

We Are City Builders We shape our learning environments to maximize connections, partnerships and creativity. We are building not only a great urban university, but also a great city.

We Are Connected by Diversity Ryerson thrives because of its diversity – of cultures, perspectives and programs. Together, our diversity makes us more connected, global and able to solve complex challenges.

We Are Creators At Ryerson we create – new knowledge, approaches, ventures and cultural works. We believe the best way to challenge convention is to create new possibilities.

We Stay Relevant Ryerson’s mission has always been rooted in responding to society’s needs. Our programs continually evolve to equip students with the knowledge and experiences to contribute, lead and adapt.



Tone & Personality

Tone is the attitude we apply to the themes and ideas we talk about – it’s how we say what we say.

Optimistic We focus on opportunities instead of dwelling on challenges. We believe in the future because we are the ones who will create it.

Grounded Our intellect and optimism are grounded in skill and creation. We are smart but not stuffy.

Progressive We champion change and innovation. Our youthful nature keeps us curious and unjaded. We will always ask “Why?” and “What if?”

Inclusive We are strongest when we include everyone. Our diverse makeup drives us to be well-balanced and considerate.

Daring We are not afraid to boldly challenge convention. Our audacity is thoughtful and with purpose.

Scholarly We are students, always looking to learn. We create experiences that challenge the mind and encourage action.



Brand Story

Our Brand Story brings all of the elements of the platform together into a single narrative that speaks to the core of the Ryerson Brand.

This story is not what we tell our audiences, instead it's what they will come to believe about Ryerson University based on all of the signals that our brand sends out.

Ryerson University is a leading comprehensive innovation university integrated into Toronto’s diverse urban core. At the intersection of mind and action, we’ve built a home and a hub for inventive and purposeful thinkers and creators – all working to positively transform themselves, their culture, the economy and society.


AppendixPhotography & Image Usage Rights

Usage

Before starting a project, it is important to clarify how your images will be used. There are two primary categories to be used for image licensing.

Project Specific This licensing agreement means that the photographs purchased can only be used for a specific project (e.g., a photograph for a poster). Multiple Use This licensing agreement means that the final photographs purchased can be used on more than one application (e.g., mobile, social media, web).

Project Specific Multiple Use

Fabienne completed a Certificate in Data Analytics, Big Data, and Predictive Analytics. She is now confident in using big data to make better, more informed decisions in urban planning.

Stand out from the crowd

“ The Chang School’s convenient scheduling and fast-track courses fit my needs better than others.” – Fabienne Chan

ryerson.ca/ce

Poster Web

Social



Images

Before you begin a project it’s important to let your photographer know your photography needs, including how many images you’d like to receive.

Selected Images You may choose to purchase a selected number of photographs from the photoshoot. For example if your photographer shoots 100 photographs, you may agree to purchase only 30. All Images Another option is to purchase all photos from the photoshoot. For example, if your photographer shoots 100 photos, you would receive all 100 photos.



Terms

It is important to discuss image ownership with your photographer before signing a contract. One way to think of photography terms is to clarify whether you want to rent the images or buy them outright. This distinction can help greatly in keeping a project within budget. There are two terms you can choose from.

Fixed Term With a fixed term you can use the photographs for a specific length of time (e.g., one to two years), or one time only. For example, if you have an event or campaign that is more limited in scope you may only need one time usage. Buyout A buyout gives you full copyright ownership of all photographic images. These images can be used in perpetuity. Contract The submitted estimate by the photographer must include your agreed upon terms of use. Any updates or changes made to the terms must be amended in the estimate and sent back for client approval.

Note: University Relations is always available to help with your photography needs, whether working with us directly from concept to execution or just for consultation. Contact [email protected] to discuss your photography needs.

mailto:jmcinerney%40ryerson.ca?subject=


If you have any questions about this document or other related topics, please contact:

Katherine Greflund Senior Marketing OfficerUniversity Relations 416-979-5000, ext. 6533 [email protected]

Contact

mailto:kgreflund%40ryerson.ca?subject=

Documents

Brand Standards Guide - Ryerson University...Tone & Personality 59 Brand Story 60 Photography & Image Usage Rights 61 Usage 61 Images 62 Terms 63 1 Ryerson University Brand Standards